But they're cousins, identical cousins all the way. One pair of matching bookends, different as night and day.
B2B CMOs know they spend 50 cents of every marketing dollar on events.
But they don't recognize, in reality, they spend even more.
John Hall, CEO of Influence & Company, recently told me an ever-growing portion his clients' digital spend directly supports customer engagement through events (before, during and after).
B2B CMOs are using online channels to drive face-to-face results; they simply don't assign that spend to the events.
That means CMOs are oblivious to the true picture. Spending surveys don't capture it either.
In this family, the brash, hip child is gets all the parents' attention, while the shy and dutiful one goes quietly about her business. What a wild duet!